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基于消费行为的用户特征分析在网络营销领域得到广泛关注。大数据环境背景下,将传统领域的成熟方法提炼改进后应用于新场景,能够更好地满足网络营销领域应用的需求。本文基于数据分析对用户特征进行量化,采用分批迭代的方法并在此基础上对该方法进行拓展,通过各种指标进行独立和组合研究,实现用户价值度量,使其结果能够有效地适用于多种网络营销领域的应用。
User characteristic analysis based on consumer behavior has drawn extensive attention in the field of network marketing. In the context of big data environment, the mature methods in the traditional fields are refined and applied to new scenarios, which can better meet the needs of network marketing applications. This paper quantifies the characteristics of users based on data analysis, uses batch iteration method and expands the method based on it, and conducts independent and combination research through various indexes to realize user value measurement so that the result can be effectively applied to A variety of network marketing applications.